Adaptive Marketinghttp://blogs.forrester.com/taxonomy/term/605/all
enTime For Marketers To Move To Adaptive Planning?http://blogs.forrester.com/luca_paderni/11-08-31-time_for_marketers_to_move_to_adaptive_planning_1
<p><span class="Apple-style-span">Marketing planning has changed little in the past century. It&#39;s essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is coming increasingly under strain as the combined effects of the growth of digital marketing platforms and a volatile economy demand marketing plans that deliver clear business outcomes and can adapt and improve to meet evolving market dynamics. </span></p>
<p><span class="Apple-style-span">Over the past 12-18 months, we have come across several marketing organizations that have decided to do something about this situation and look for new ways to improve their approach to marketing planning by adopting some principles borrowed from a relatively new methodology originally conceived for software development efforts: agile development. </span></p>
<p><span class="Apple-style-span">From the interviews that we did with marketers that are experimenting with this new approach, several of the key principles of &quot;agile&quot; development looked particularly relevant to innovating their approach to marketing planning:</span></p><a href="http://blogs.forrester.com/luca_paderni/11-08-31-time_for_marketers_to_move_to_adaptive_planning_1" title="Read the rest of &#039;Time For Marketers To Move To Adaptive Planning?&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_605 first"><a href="/category/adaptive_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Adaptive Marketing</a></li>
<li class="taxonomy_term_9800"><a href="/category/age_of_the_customer" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Age of the Customer</a></li>
<li class="taxonomy_term_732"><a href="/category/agile" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Agile</a></li>
<li class="taxonomy_term_9604"><a href="/category/agile_commerce" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Agile Commerce</a></li>
<li class="taxonomy_term_1275"><a href="/category/brand_strategy" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Brand Strategy</a></li>
<li class="taxonomy_term_111 last"><a href="/category/brand_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Brand marketing</a></li>
</ul></div>http://blogs.forrester.com/luca_paderni/11-08-31-time_for_marketers_to_move_to_adaptive_planning_1#commentsAdaptive MarketingAge of the CustomerAgileAgile CommerceBrand StrategyBrand marketingCMOWed, 31 Aug 2011 14:37:49 +0000Luca Paderni6630 at http://blogs.forrester.com